What’s the Optimal Content Mix for Demand Generation?
Balance demand creation with capture: a 60/30/10 portfolio across problem education, proof, product education, and conversion assets—shipped on a weekly cadence and measured in HubSpot.
Use a 60/30/10 mix: 60% demand creation (problem-led POVs, category education, community), 30% demand capture (bottom-funnel, high-intent conversion assets), and 10% experiments (new formats/channels). Distribute across 3 pillars—Problem, Proof, Product—then instrument in HubSpot to track meetings, SQLs, and pipeline by content type and source.
Content Portfolio That Drives Pipeline
How to Plan the Mix (and Prove It)
Build a monthly calendar with a 3×3 grid: three personas × three pain themes. For each cell, ship one Problem piece, one Proof artifact, and one Product asset. Repurpose long-form into short clips, threads, and ads. Gate sparingly; prioritize distribution + speed over heavy production.
In HubSpot, tag each asset by pillar, stage (create vs capture), and persona. Use Active Lists to retarget engaged visitors with bottom-funnel offers and workflows to route high-intent conversions to sales with SLAs. Compare content cohorts by meeting rate, SQLs, pipeline, and win rate to tune the mix quarterly.
Keep an experiments budget (10%) for new formats (live AMAs, interactive tools, partner webinars, influencer posts). Promote only winners into the core portfolio once they show CPSQL and CPPipe efficiency.
30-Day Content Mix Sprint (HubSpot)
- Days 1–7: Pick 3 personas × 3 pains. Map Problem/Proof/Product per cell. Define UTMs, HubSpot tags, and conversion points.
- Days 8–14: Publish 2 Problem POVs, 1 Proof case, 1 Product deep dive. Build retargeting audiences and email nurtures.
- Days 15–21: Launch 2 conversion offers (assessment/template + demo). Add workflows for routing, tasks, and sequences.
- Days 22–30: Report on content → meetings/SQLs/pipeline. Expand winners, kill low performers, and queue 2 experiments for next month.
Frequently Asked Questions
Publish Confidently—Prove Commercial Impact
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